Appraisal and Involvement

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MARK

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Four Strategies

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Marriot's hotel international

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CHAPTER 14 CONSUMER DECISION PROCESS AND PROBLEM RECOGNITION

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APPRAISAL

It is divided into 3 categories

APPRECIATION: Express your opinion about something or somebody.

Shallow, irrelevant.

Valuation: Profound, relevant.

Complex, extravagant.

Composition: Elegant, spacious.

Horrible, boring.

Reaction: Nice, wonderful.

JUDGEMENT: Expression of social sanctions and social esteem.

Unfortunate, peculiar.

Social esteem:Brave, strong.

Immoral, wrong.

Social Sanction:Good, moral.

AFFECT: You show your personal feeling.

Tired, fed up.

Dis-satisfaction: Interested, absorbed.

Anxious, worried.

In-security: Confident, composed.

Down, sad.

Un-hapiness: Happy, cheerful.

Verbs can express: Likes Dislikes Love Hate Like

Adverbs: Incredibly, just, totally, really.

Expressive devices:Awful, amazing, great.

INVOLVEMENT

Catch phrases: Is a phrase or expression recognized by its repeated utterance.

Example:Resistance is futile.

Foreign Expressions

It represents an integral part of the English language and of many other languages too.

Jargon: Is characterized by the usage of terms which are unfamiliar to most

Example: Agonal is a term to signify a major, negative change in a patient's condition.

Taboo Language: Words and phrases that are considered inappropriate in certain contexts.

Example: Talk about sex and religious.

Swearing: It means change a word of a sentence or expression.

Example: Oh my gush instead of say Oh my God.

Slang: Is the use of informal words and expressions that are not considered standard in the speaker's language.

Grub: food

Booze: Alcohol

Adress terms: It could be friendly, unfriendly, neutral, respectful and disrespectful.

Ladies and gentlemen.

Dear students

Use of names:

Honey, baby, sweetheart

It includes:

It refers to the language resources used for indexing group membership.

It refers to the language resources used to negotiate emotions, judgements and valuations.